During the reign of the French King Louis XV, in the 18th
Century, Antoine-Claude Maille was a master distiller of vinegars and manufacturer
of high quality mustards. Its products were praised by the King, and were soon
sought by all the major European courts.
However this great expansion has also created a problem : Maille had over the years lost some of its « cachet ».
It has started
to be perceived as a good quality brand with high levels of awareness,
distributed through mainstream channels and with a weak link to the activities
of two brand « boutiques », based in Paris and Dijon, focussed on the
tourist market ; its potential of « affordable luxury »
brand, offering a unified brand experience should be unlocked.
The ambition of Maille is now to revive its history of 265
years of gastronomy and to leverage the premiumness of its brand and products
across all touch points, in France and abroad, starting with an expanded
network of boutiques.
Maison Maille had to find the right
balance between the transmission of its heritage and the creativity explosion
which has always been part of its DNA, to convey a consistent message across
all its touchpoints.
Its coat of arms and other historic
meaningful elements are redesigned in a coherent way to better communicate on
the rich roots of Maille, whereas the new store concept borrows from the codes
of the kitchens of « grande demeure ». All the redesign converge to
build a unified brand experience and story telling, based on discovery and
The first international Maille boutique
opened its doors in October 2013, at 2 Piccadilly Arcade. Its spectacular round window invites
gourmets to enter the world of Antoine-Claude Maille and offers them a
completely new gastronomic journey.
All the boutique elements melt the
iconic and contemporary facets of the brand. Behind the welcoming desk, a full
wall takes the shape of the traditional Maille crown, as a recall of its
original label. This shape echoes also to the vaulted ceilings of palace
The space is organized around a central range cooker, which hosts a pump to serve fresh mustard. The wide array of products and recipes is
displayed on high-shelves, alongside unique items showing the Maison’s
(old jars, engraved cloches, vintage posters, …) Gift sets and
complete the offer and place Maille on the same stage as reputed gourmet